CORN KID x CHIPOTLE

Starting a corn craze with an adorable, corn lovin’ kid.

In the summer of ‘22, an interview with a 7-year old named Tariq describing his favorite food, corn, went viral within days of being dueted on TikTok. Since Chipotle has its very own roasted chili-corn salsa on the menu, the emerging “Corn Kid" craze was the perfect opportunity for the brand to lead the way in culture. But it had to be done quickly–before other brands jumped in–and in a way that would further Chipotle’s overarching strategy of celebrating its superfans and their passion for real food.

The idea: tap into the conversation about corn via a collaboration with Corn Kid himself–with an original video that surprised and delighted fans by capturing him ordering his favorite corn salsa burrito bowl at his local Chipotle. 

Chipotle’s goals were to:

• Tap into cultural conversation in an organic way

• Drive brand awareness and affinity through word of mouth and earned PR

• Spotlight a key menu item 

• Connect with Gen Z

As for the end result? Take a look!